Whispers have been circulating for weeks, but last night a Supreme rep confirmed it: Tremaine Emory has been appointed as the brand’s new creative director. We have to admit – it’s looking like a great pairing. Tremaine is the founder of Denim Tears, and a big name in the streetwear circuit, reports suggest that he has already taken up the new role at Supreme starting this week.
The appointment is Supreme’s first major creative appointment since it was acquired by VF Corp for $2.1 billion in late 2020. Emory will work closely with Supreme founder James Jebbia, who will continue to oversee all aspects of the business, including the creative side. Emory is not abandoning Denim Tears though, as he will still be continuing to design for Denim Tears while at Supreme.
With Supreme selling to VF back in 2020, many die-hard ‘preme heads were left wondering whether it was time that the spearhead of streetwear came to an end – and questioning whether this move would kill the organic spirit which saw the brand shoot to fame. However, appointing Tremaine will do some work to combat this perception, as a widely-respected and influential figure within the streetwear community.
Tremaine will be stepping into a big role, which will no doubt see him endeavour to maintain and develop Supreme’s reputation in the fashion industry at large. We’ll be eagerly anticipating his first few projects – watch this space.
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